As consumers continue to turn to smartphones to handle more aspects of their lives and keep them entertained, video ads have established themselves as a part of the experience, and more viewers are watching until the end.
Comcast's advertising sales division, Comcast Spotlight, and programmatic technology provider Rubicon Project are working together to allow marketers to bu
Is online video engagement really as good as people claim it is? No doubt, online video viewership is soaring. Total views rose 38 percent year-over-year in 2Q, according to FreeWheel, an online video solutions provider. And with more than 20 percent of TV ads going unseen, it’s easy to understand why advertisers are also clamoring for online video content—so much so that prices for some online video are approaching the rates paid for TV ads. But as with online display ads, expectations for online video are growing. Advertisers want proof that the ads they pay for are actually viewed, and are moving past completion and click-through rates to other engagement metrics like exposure time. Given what we know about TV ad skipping, could a focus on video ad avoidance be next?
People are increasingly using their mobile phones to watch videos, but the ad revenue isn’t keeping pace. According to online video technology firm FreeWheel’s 2Q online video monetization report, out today, mobile made up 13.2 percent of all video views in Q2 but only 5.6 percent of ad views.
Once an looming outlier, Adobe wants to play a central role in the online ad business. Despite lots of speculation, the company says it doesn’t want to get into the media or advertising business—but it does have bold plans for plenty of disruption.
Nielsen has expanded its relationship with FreeWheel, as the video platform will aim to streamline the usage of Nielsen's Online Campaign Ratings (OCR) for their joint clients.
FreeWheel sees a lot. The company helps power video content management and ad decisions for a number of big media companies, including Fox, NBCU, Turner, Vevo and AOL. As a result, the company has a unique vantage point when it comes to the Web video space, providing it with insight into consumption patterns and ad trends. Adweek talked to Doug Knopper, FreeWheels’ co-founder and CEO, about the state of streaming, the differences between traditional and digital companies, and the post-NewFront ad market.
Despite being bombarded by an unprecedented fusillade of advertising, consumers of digital video content continue to display a high tolerance for sponsor messaging.